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Malta: new strategic plan 2021-25 for the Institute of Tourism Studies (ITS)

Established in 1987, the Institute of Tourism Studies (ITS) is the leading Maltese education institution providing further and higher education programmes in tourism and hospitality. 

With a contribution of 27.1% (2018) of Malta’s gross domestic product (GDP), tourism is a major contributor to the Maltese economy, representing a contribution much higher than that in Europe and the rest of the world, where tourism contributed 10.3% and 10.4% to the GDP, respectively. This positive performance is expected to continue, with the sector’s value added expected to grow by 4.2% per year to reach 32.9% of the GDP by 2028 due to the island’s attractiveness as a tourist destination. In spite of the prevailing uncertainty in the sector due to the Covid-19 pandemic, it is believed that now is the time to think strategically in shaping the future of the ITS. This calls for a different way of planning ahead and involves the development of a flexible approach that can adapt to changing scenarios as they play out.

Accordingly, the focus of the ITS new strategic plan 2021-25 is less on content and more on a process aimed at developing entrepreneurship and innovation across its operations.

The vision

The new strategy vision envisages the transformation of tomorrow’s international tourism industry by directing its resources to:

  • create comprehensive and systematic knowledge through high-quality research;
  • develop innovative and relevant higher education and training programmes combining technical, generic and behavioural skills;
  • deliver such programmes through a student-centred and inclusive learning environment, integrating theory and practice while promoting modern leadership approaches;
  • provide expert advice to established stakeholders;
  • mentor entrepreneurs to commercialise successfully innovative business concepts in the tourism industry.

The mission

The new mission and vision will be achieved through the development of the following core competences:

  • leading change and best practice in the tourism industry;
  • blending theory and practice for quality education;
  • ensuring student-centric personalised learning;
  • creating Internationalisation at home and abroad;
  • instigating entrepreneurship in tourism;
  • continuous monitoring for flexibility and adapting to change;
  • leveraging people and technology as key assets;

The underlying core principles underpinning the ITS corporate strategy development are:

  • development and implementation of a group marketing and business development strategy;
  • governance systems;
  • consolidated financing strategy;
  • implementation of a digital roadmap;
  • investment in people as a core strategic asset.

Through its new strategy, the ITS opens up to new academic partners and stakeholders in the industry. The strategic plan is reflected in their new mission statement: ‘Shaping excellence and innovation in tourism through teaching and learning, quality research, advice and realisation of innovative business concepts’.

Read more

Institute of Tourism Studies (2020). strategic plan 2021-25

Grant Thornton (2019).  Malta’s travel and tourism sector review  

News Details

12/05/2021
ReferNet Malta